The brand is owned by Polyphenol Factory, a start-up founded in 2023 by renowned MIT scientist Professor Haeshin Lee and researchers from Korea Advanced Institute of Science & Technology (KAIST) university.
The firm has been working on the development and commercialisation of products derived from natural polyphenols, including the launch of Grabity in April last year.
Since its release, Grabity’s flagship product, Hair Lifting Shampoo, has surpassed 1m units in production and raked in KRW20bn (USD15m) in cumulative sales.
It has also set several records, including running out of stock in 39 minutes at Olive Young, ranking first in “anti-hair loss shampoo” searches on Naver, and selling out 17 pre-orders. Its resale value reportedly reached up to five times the retail price.
On May 22, the brand officially launched in Taiwan via a live broadcast on Momo TV Shopping’s channel.
The products’ scientific backing was emphasised throughout the live show, contributing to a “rapid sellout” that left both Momo’s website and customer service centre “overwhelmed with restock inquiries”.
The performance in its Taiwan debut is seen as a strong signal for further expansion across Asia’s premium beauty market.
In addition, the company recently participated in Foire de Paris 2025, a major consumer goods trade fair in France, held from April 30 to May 13.
At the show, Grabity introduced its Hair Lifting Shampoo and a new product called Hair Lifting Shot, and conducted demonstrations of LiftMax 308, a patented polyphenol-based ingredient developed by KAIST and used in the brand’s hair care line.
Visitors, including buyers, industry insiders and influencers, were able to experience first-hand the effects of the products through sampling events.
According to Grabity, all 5,000 products prepared for the fair were sold out “in an instant”.
“We have proven the competitiveness of Grabity products in Paris, a world-leading cosmetics market. We plan to further expand our brand’s contact points in Europe and strengthen our offline distribution network in the future,” said Prof Lee.
Meeting scientific and sustainability demands
Targeting consumers aged between 30 and 50, Grabity’s products incorporate polyphenol technology that Prof Lee has been researching for a long time.
Polyphenols exhibit strong adhesive properties. The principle of Grabity’s shampoo is that the LiftMax 308 complex forms a protective film on hair strands during the shampooing process, protecting the hair’s epidermal substances escaping through damaged cuticle layers, and strengthening saggy, thin hair.
It has been clinically proven to increase hair thickness by 19.22% and volume by 87.27% with a single use. A paper detailing its effects and mechanisms was published in peer-reviewed journal Advanced Materials Interfaces in January.
On the other hand, the Hair Lifting Shot is a hair tonic product that not only alleviates hair loss symptoms, but also provides hair styling without chemical setting agents.
It is designed to maximise the benefits of polyphenol ingredients and serve three functions simultaneously — cover sparseness due to hair loss, create root volume, and protect against heat damage.
While styling products like wax or spray leave a residue on the scalp and may cause irritation, the Hair Lifting Shot does not harden and is not sticky, maintaining a smooth hair texture.
“As active ingredients get absorbed into the roots, the user enjoys a dual effect — the more the product is sprayed, the healthier the hair and the livelier the hair style become.”
Based on results from human application tests, the root volume was maintained for 48 hours with a single use, and hair loss symptoms were alleviated by an average of 60.95% after two weeks of use.
Furthermore, Grabity’s formulations are fully vegan and consist of EWG Grade 1 ingredients, aligning with the rising global demand for clean beauty. The brand also uses sustainable packaging made from recycled coconut shells.
